Marketing Plan – Cheap Research Essays

Marketing Plan

Paper instructions:
MBA Level About 4,500 words. Harvard style.
Follow the Handbook p.4 to 5

MODULE GUIDE
Marketing and the
Business Environment
Module Leader
Ian Lewis Rogers
irogers@lsbf.org.uk
Lecturer:
Saud Ahmad
sahmad@LSBF.org.uk
London School of Business and Finance
2014
1
ABOUT THE MODULE
Module Title : Marketing & the Business Environment
Module Type : Core
Module Code : MGT 4030
Module Credit : 20
Teaching and Learning Period : 12 weeks
Level : MA (Postgraduate)
Scheduled learning and
teaching activities on campus : 48 Hours
No of Lectures : 12
No of Seminars/Tutorials : 12 (within lecture time)
The aim of the module is to equip learners with the knowledge, skills, and competencies to interpret
and develop marketing strategies in the current and future business environment create and capture
value. The module also aims to provide students’ a foundation of how to internationalize business.
Students will develop an understanding of the impact of contemporary issues on the development and
implementation of both marketing strategy and internationalization of business. The module will
provide a working knowledge of the themes of international business and marketing with ability to
translate theory into practice.
Introduction to Marketing Management and business environment & Marketing Planning
The changing marketing environment & Environmental
Scanning & Marketing Information Systems
Consumer & Organizational Buying
Core Marketing Strategy: Segmentation Targeting & Positioning
Core Marketing Strategy: The Marketing Mix-Products, Brands, The PLC, & NPD
Core Marketing Strategy: The Marketing Mix- Pricing & Advertising
Core Marketing Strategy: The Marketing Mix-Distribution & Channel Management
Strategic Marketing: Competitors, Markets & the creation of Competitive Advantage
Business Economics: Understanding Markets I
Business Economics:Understanding Markets II
Business Economics: Competition & Profitability I
Business Economics: Competition & Profitability II
On successful completion of this module the learner will be able to:
2
1. Critically evaluate and analyse the principles of marketing
2. Summarize and critically assess the key factors affecting business performance in
international markets and evaluate the response of an organization to global external forces
3. Critically analyse and appraise the impact of emerging issues on international marketing
activities
4. Analyze and synthesize the elements of the marketing mix and the role of different
elements in achieving marketing objectives.
5. Critically evaluate and apply the key elements of marketing concept and theories within
a given context
6. Summarize and synthesize the factors influencing demand supply and market
equilibrium
7. Critically evaluate the key elements of competition and profitability and be able to
appraise the notion of different market structures such as perfect competition, oligopoly and
monopoly
The skills related to the module will be assessed as part of the learning outcomes identified above.
Individual Report (100%)
3
Core texts
Core Reading
Jobber, D (2010) Principles and Practice of Marketing (6th edition),
London: McGraw-hill
Begg et al (2009) Economics for Business (3rd Ed) London McGrawHill
McDonald, M. (2007) Marketing plans: how to prepare them, how to
use them, London: Wiley
Additional
Resources
Recommended Reading:
Baker, M (2008) Marketing Strategy and Management,
London: Palgrave
Gilligan, C. and Wilson, R. (2007) Strategic Marketing
Management, (3rd edition) planning, implementation and
control, London: Butterworth-Heinemann
Hooley, G. Saunders, J.   Piercy, N. and Nicoulaud, B.   (2007)
Marketing Strategy and Competitive Positioning (4th Edition),
London: South-Western College Pub
Kotler, P. and Keller, K. (2011) Marketing Management,
London: Prentice Hall
Lambin, J., Chumpitaz, R. and Schuiling, I. (2007)   MarketDriven Management, Second Edition: Strategic and
Operational Marketing, London: Palgrave Macmillan
Wood’s, M (2010) Essential Guide to Marketing Planning,
London: Prentice Hall
LECTURERS

Indicative Scheme of Work
Session Content Core Text Chapters Article (s) from Journals Case Study /
Practice
Manager
Questions
1 INTRODUCTION TO MARKETING
& THE BUSINESS ENVIRONMENT
& MARKETING PLANNING
Define The Marketing Concept,
Components & Limitations
Compare A Production Orientation And
A Marketing Orientation
Explain The Difference Between A
Market-Driven Business And An
Internally Driven Business
Describe How To Create Customer Value
And Satisfaction
• Chapters
1&2    of the text
book
Morgan RE and CA Strong (1988) Market Orientation
and Dimensions of Strategic Orientation, European
Journal Of Marketing 32, (11/12) 1051-73
JOBBER CASES
CH1&2
2 MARKETING INFORMATION SYSTEMS
Examine the main steps of the marketing
research process
Appreciate the importance of measuring
marketing productivity
Compare the different ways of
JOBBER CH7 Wolfe A , (1991) How European Businesses buy,Market
Intelligence and Planning 9 (5) , 9-15
CH7 CASES
1
estimating demand
3 THE CHANGING MARKETING
ENVIRONMENT & ENVIRONMENTAL
SCANNING:-Describe The Nature Of The Marketing
Environment
Explain The Difference Between The
Micro & Macro Environments
Understand The Nature Of A Pest
Analysis
Discuss How Companies Respond To
Environmental Change
JOBBER CH3 An internet-based approach to environmental scanning
in marketing planning
Author(s): Reinhold Decker, Ralf Wagner, Sören W.
Scholz
Source: Marketing Intelligence & Planning Volume: 23
Issue: 2 2005
CH3 CASES
4 CONSUMER & ORGANIZATIONAL
BUYING BEHAVIOUR
The Role Of The Buying Centre
The Consumer Decision-Making Process
The Nature Of Choice Criteria
The Characteristics Of Organizational
Buying
The Influences On Organizational Buying
JOBBER CH 4&5 Rook D , The Buying Impulse, Journal of Consumer
Research 14 (1), 89-99, Draper A (1994) Organizational
Buyers As Workers: The key to their behaviour,
European Journal Of Marketing 28(11), 50-62
CH 4&5 CASES
2
5 SEGMENTATION TARGETING &
POSITIONING
market segmentation and target marketing,
and discuss their use in developing
marketing
Segmenting consumer and organisational
markets
Positioning and repositioning strategies
JOBBER
CH 8
Sampson P, (1992), People are people the world over: The case
for psychological market segmentation, Marketing and
Research Today , , November , 236-44
JOBBER CASES
6 THE MARKETING MIX: PRODUCTS, BRANDS,
THE PLC, & NPD
the concept of brand
Distinguish between manufacturer and
own-label brands
why companies rebrand and explain how to
manage the process
the different stages of product life-cycle
the phases of market evolution
the main product-brand relationships
JOBBER
CH 9 &10
De Chernatony L , (1991) Formulating Brand Strategy,
European Management Journal 9 (2) 194-200
JOBBER CASES
3
7 PRICING &MARKETING COMMUNICATONS
the main aspects of pricing
the different steps for setting prices
effectively
the main implications of adapting prices
the role of marketing communications
the main characteristics of the marketing
communications mix
the importance of the integrated marketing
communication process
JOBBER
12&13
Jobber D and Shipley D , (1998) , Pricing Opoortunities and
how to exploit them ,Sloan Management Review , Winter 55-65
JOBBER CASES
8 DISTRIBUTION & CHANNEL MANAGEMENT
the main characteristics of the supply chain
the different of ways of managing
distributions channels
the impact of technology on the supply
network
JOBBER
CH17
Wikstrom S (2005) From E channel to Channel Mix and
Channel Integration, Journal of Marketing Management , 21,
725-53
JOBBER CASES
4
9 STRATEGIC MARKETING: COMPETITORS,
MARKETS & THE CREATION OF
COMPETITIVE ADVANTAGE
Describe The Determination Of Industry
Attractiveness
Explain How To Analyse Competitors
Discuss And Understand Porters Generic
Strategies
Discuss The Creation Of A Sustainable
Competitive Advantage
Discuss The Nature Of The 4 Strategic
Objectives: Build Hold Harvest Divest
JOBBER
CH19&20
O Shaunessy N , Michael Porter Competitive Advantage
Revisited ,Management decision 34/6 (1996)
JOBBER CASES
10 BUSINESS ECONOMICS: UNDERSTANDING
MARKETS
Understand the factors that influence
Demand & Supply
Explain movements in the Demand and
Supply curves
Understand the concept of Elasticity and its
implications for business
Understand the concept of productivity and
costs and their implications for business
BEGG 1&2 Milgrom P , and J Roberts, ” The Economics of Modern
Manufacturing: Technology Strategy and Organization ”
American Economic Review , 80 (6) 1990 p511-528
11 BUSINESS ECONOMICS: COMPETITION &
PROFITABILITY
Understand Market Structure and Firm
Performance
Explain the concept of Entry Barriers and
Strategic Rivalry
BEGG 3&4 What went wrong with economics, The Economist , July 16th
2009
5
12 BUSINESS ECONOMICS: CONPETITION &
PROFITABILITY
Understand the nature of competition
amongst rivals within different market
structures
Explain The difference between Perfect
Competition Oligopoly and Monopoly
market situations
Understand the concept of Market Failure
and its implications for Firms
BEGG CH
5&6
IATA Estimating Air Travel demand Elasticities, Final Report
(2007)
13

Learning Objective (s) of the Specific Study Session:
Session 1:
Key concepts
• Market
• Value
• Product
• Customer focus
• Marketing mix
Session2:
Key concepts
• Market research system
• Research plan
• Observations and experiments
• Qualitative and quantitative information
• Secondary and primary sources
Session 3:
Key Concepts
• Describe the components of the company and market environments
• Examine the main aspects of the context: social-cultural, economic, ecological,
technological and political-legal ones.
• Appreciate the relevance of managing the marketing information systems
effectively
• Deterministic and indeterministic forces
• Economic and cultural environments
• Green marketing
• Technological and legal environments
• Marketing intelligence systems
Session 4:
Key Concepts
• The Decision –Making Unit
• The Consumer Decision- Making Process
• Choice Criteria
• Life Cycle Stages
• Organizational Buying Characteristics
• Buy Class
Session 5:
Key Concepts
• Positioning
• Value-based marketing
1
• Segmentation
• Targeting
Session6:
Key Concepts
• Brand
• Product line
• Brand extension
• Co-branding
• Style, fashion and fad
• Product life cycle
• Product classifications
• Differentiation
• Brand relationships
• Packaging functions
Session 7:
Key Concepts
• Reference prices
• Price-quality inferences
• Price objectives
• Price sensitivity
• Marketing communication mix
• Communications process models
• Word of mouth
• Communication budget
• Integrative marketing communications
Session 8:
Key Concepts
• Supply chain
• Supply network
• Channel management
• Multichannel systems
Channel integration
Session 9
Key Concepts
• CORE COMPETENCE
• DIFFERENTIATION
2
• COST LEADERSHIP
• FOCUS
• VALUE CHAIN
Session 11:
Key Concepts
Demand & Supply
Elasticity
Session 12:
Key concepts
Profit Maximization
Entry Barriers
Markets Structures
Market Failure
Competition amongst rivals
3
London School
of Business &
Finance (LSBF)
Master in Business Administration
Module Marketing and Business Environment (MGT 4010)
Assignment
Title
Marketing Plan for a Company
Assignment Type
Report
Word Limit
4,500 (+/- 10%)
Weighting 100%
Student Intake
1
Issue Date
April 2nd
Submission Date
TBC
Feedback Date TBC
Issued by
(Assessor)
IAN LEWIS ROGERS
Internal Verifier
Plagiarism When submitting work for assessment, students should be aware of the LSBF
guidance and regulations in concerning plagiarism. All submissions should be your
own, original work.
You must submit an electronic copy of your work. Your submission will be
electronically checked.
Harvard
Referencing
The Harvard Referencing System must be used. The Wikipedia website must not
be referenced in your work.
Learning
Outcomes
On successful completion of this assignment you will be able to:
1. Critically evaluate and analyse the principles of marketing
2. Summarise and critically assess the key factors affecting
business performance in international markets.
3. Analyse and synthesize the elements of the marketing mix and
the role of different elements in achieving marketing objectives.
4. Evaluate the response of an organization to global external
forces.
5. Critically evaluate the key elements of demand and supply;
competition and profitability and be able to appraise the notion of
different market structures (perfect competition, oligopoly and
monopoly etc.)
4
Scenario
In volatile market conditions, where competition is strong and
circumstances change rapidly, it may sometimes seem that any kind
of planning is pointless. However, forward planning of the marketing
effort is essential for all organisations that are in the business of
providing customers with value and are aiming to achieve particular
outcomes themselves as a consequence. Marketing planning enables
the organisation to budget its resources (money, manpower,
intellectual property, equipment, premises etc) against expected
targets, be sales revenue, charitable donations, or even changed
behaviour. You are required to choose one particular organization in
the industries given below:
– Education
– Mobile phone
– Car Manufacturing
– Airline
– Pharmaceutical
– Clothing
– Grocery
– Hospitality
– Banking
• The assignment should focus on a part of the organisation in
the chosen industry.
• It is advisable to choose only a part of the organisation rather
than the whole organisation.
• The assignment should be based on a specific company. This
means, for example, that if the assignment is based on the food
sector, the work must be focused only on ONE relevant organization
of that sector, such as Tesco, or any other one.
• That means that the assignment should not be commenting
about the whole food sector. In that case, the assignment should only
be commenting about the company chosen within the food sector.
5
Your Task
Your tasks
Prepare a Marketing Plan for the chosen organisation in the
industries given above. The Plan should include both the
“audit” (your view of the company’s marketing activity/use of
the marketing Mix) and marketing recommendations (including
STP and use of the Marketing Mix) that you feel are
appropriate in the future. You need to analyse the existing
marketing activity and synthesise the elements of the
marketing mix for the future, be creative to propose a new
marketing programme.
The report should comprise of the following layout:
1. Executive Summary
2. Corporate objectives
3. Marketing Audit
4. SWOT analysis
5. Key Assumptions
6) Marketing objectives and strategies
7) Marketing programmes
8) Budget
9) Implementation
10) Control
Use relevant theory and tools to describe and critically analyse
each stage of the marketing plan.
Guidelines Submissions will be expected to demonstrate the following qualities:
1. Answering the central focus of the assignment topics.
2. A critical appreciation and application of relevant literature and theories to
support argument and substantiate model(s) and other aspects of the assignment.
3. Taking ownership of the content, being prepared to debate and argue a personal
position, evidences evaluative skills. A submission made up of extracts from
published sources which is descriptive and just theoretical, is not acceptable. Your
submission must have interpretation and consideration of the challenges and issues
of taking theory into practice (using cases and/or personal experience).
4. Ability to analyse relevant theoretical concepts in a critical manner, evaluation of
material.
5. Logical flow of ideas and treatment; imaginative approaches; appropriate
selection of real world factors related to the model(s) or specific assignment topic.
6. Evidence of additional personal research, and the ability to analyse material from
a variety of appropriate relevant perspectives. A clear and listing of references
using the Harvard referencing method.
7. Presentation, structure, appropriateness of methodology, breaking into section
headings/subheadings, tidiness.
8. A strong, robust and supportable conclusion.
6
Grading Criteria
Criteria
Weighting
100% 70%+100 60-69% 50-59%   0 -49% Fail
Generic skills:
communication
and
presentation.
Comprehensive and
correctly structured
assessment. Style of
writing is very fluent
and develops a
coherent and logical
argument. Excellent
referencing.
Well structured
report which
follows appropriate
format but some
aspects of layout
and referencing
could be improved.
Style of writing is
fairly fluent. Good
referencing.
Good report in most
aspects but suffers from
variations in quality and
the layout contains
some inadequacies.
Style of writing is
satisfactory.
Referencing needs
improving.
Very poor report which
is incorrectly
structured and
contains major errors
and omissions. Style
of writing lacks
coherence and
fluency. Poor
referencing.
Knowledge &
Understanding
Demonstrates
excellent knowledge
of theory and provides
critical theoretical
underpinning. Very
good interpretations
and summarising of
main themes.
Wide range of
knowledge
demonstrated and
evidence of good
understanding of
the topic.
Ability to interpret
and summarise
succinctly.
Good range of
knowledge
demonstrated but
weaknesses in key
areas. Some
understanding
displayed of the topic.
Summary and
interpretation are
satisfactory.
Very poor range of
knowledge
demonstrated and
there are major
weaknesses evident in
interpretation and
understanding.
No clear interpretation
of main themes.
Analysis
Excellent use of
theoretical and
conceptual models to
guide analysis linked
with a critical
discussion of main
themes.
Deconstructs the
major themes used in
the argument.
Very good use of
the theoretical and
conceptual models
with good critical
discussion and
application.
Good evidence of
deconstruction.
Use of theory and
concepts limited but
relevant. Application
could be improved and
there is a tendency
towards description.
Must provide more
evidence of
deconstruction.
Very poor use of
theory and very little
application of
concepts.
Very little description
with not much
evidence of analysis.
Synthesis/
Creativity/
Application
Logical presentation
of themes with
appropriate examples
being demonstrated.
Very good
demonstration of
synthesis. Models
have been clearly
applied to the
argument.
Very good account
of main themes
with sound
application.   Good
attempt at applying
models to the
argument. .Fairly
good attempt at
synthesising the
salient points.
Good account of main
themes with some
attempt at application.
Limited
evidence of synthesis.
Very poor account of
main themes with little
or no application. No
links between models
and argument.
Evaluation
Shows clear evidence
of in-depth critical
reflection and
evaluation of the
argument by providing
a robust defence of
the opinions
presented in the
assessment.
Shows evidence of
critical reflection
and evaluation
and a fairly
cohesive defence
of the argument
Shows some evidence
of critical reflection but
could have been
developed.
Shows little or no
evidence of critical
reflection and needs to
be much more
developed. There is no
defence of the
opinions presented.